[ninjanomnom]

Even if you don't want to anthropomorphize the company, it's still the smart decision to take action as if they were in this case. Social and reputation repercussions were evidently not weighed heavily enough so if we want them to take a different action in the future then we as a society needs to respond to change that weighting in the future. If you just pass it off as a company being a company seeking profit as if it were a force of nature and don't do anything about it, then you remove one of the incentives for a company to align with the morals of greater society.